Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Central Asia

Central Asia

Ad spending in the Traditional TV Advertising market in Central Asia is forecasted to reach US$214.70m in 2025.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2025-2029) of 2.03%, leading to a projected market volume of US$232.70m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Central Asia is projected to be US$3.72 in 2025.
The number of users in the Traditional TV Advertising market in Central Asia is expected to reach 60.6m users by 2029.
In Central Asia, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the market.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Central Asia is experiencing significant growth and development due to various factors.

Customer preferences: In Central Asia, there is a strong preference for traditional TV advertising among consumers. This is primarily due to the widespread availability and accessibility of television in the region. Many households in Central Asia still rely on traditional TV as their main source of entertainment and information, which makes it an effective channel for advertisers to reach a large audience. Additionally, traditional TV advertising allows for a more passive viewing experience, which can be appealing to consumers who prefer to relax and watch their favorite shows without the need for active engagement with digital devices.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Central Asia is the increasing investment from both local and international advertisers. As the region's economies continue to grow and develop, businesses are recognizing the importance of advertising on television to reach their target audience. This has led to a rise in advertising spending on traditional TV, resulting in more commercials and promotional content being aired. Another trend in the market is the shift towards targeted advertising. Advertisers are increasingly using data and analytics to identify specific audience segments and tailor their advertisements accordingly. This allows for more effective and efficient advertising campaigns, as advertisers can reach the right audience with the right message at the right time. This trend is particularly important in Central Asia, where diverse demographics and cultural differences exist across different countries in the region.

Local special circumstances: One of the special circumstances in the Traditional TV Advertising market in Central Asia is the influence of local cultural norms and traditions. Central Asian countries have their own unique cultural identities, and advertisers need to take these factors into consideration when creating their campaigns. Advertisements that are sensitive to local customs and traditions are more likely to resonate with the audience and be well-received. Additionally, the linguistic diversity in Central Asia poses a challenge for advertisers. The region is home to multiple languages, including Kazakh, Uzbek, Tajik, and Kyrgyz. Advertisers need to ensure that their commercials are translated and localized to effectively communicate with the target audience in each country.

Underlying macroeconomic factors: The development of the Traditional TV Advertising market in Central Asia is also influenced by underlying macroeconomic factors. As the region's economies continue to grow, there is an increase in disposable income and consumer spending. This provides businesses with more resources to invest in advertising, leading to a growth in the market. Furthermore, the improving infrastructure in Central Asia, including the expansion of television networks and the availability of digital broadcasting, has also contributed to the development of the Traditional TV Advertising market. These advancements have made it easier for advertisers to reach a wider audience and distribute their commercials effectively. In conclusion, the Traditional TV Advertising market in Central Asia is experiencing growth and development due to customer preferences for traditional TV, increasing investment from advertisers, the shift towards targeted advertising, local cultural norms and traditions, and underlying macroeconomic factors such as economic growth and improving infrastructure.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.